Max Mara has long set the benchmark for how luxury brands present their resort collections. From the Royal Palace of Caserta to the Palazzo Ducale in Venice, the Italian Maison selects locations that carry their own cultural weight. This June, the narrative shifts to the Long Museum West Bund in Shanghai, China.
Set along the Huangpu River, the Museum stands inside a former industrial structure reworked by architect Liu Yichun of Atelier Deshaus. Concrete volumes, vast spans, and controlled light define the space. The setting places the collection inside a framework shaped by contemporary art and architecture.
Max Mara’s British Creative Director, Ian Griffiths, will present the Resort 2027 collection on Tuesday, June 16, 2026. His approach to womenswear draws from a clear, grounded vision. This season, references move through Italian cinema, with Sophia Loren and Silvana Mangano informing a wardrobe built on presence, precision, and continuity.
The show also opens a second chapter. The Max, an exhibition curated by French fashion scholar Olivier Saillard, marks Max Mara’s 75th anniversary. The Exhibition opens to the public from June 17 to 28, extending the story beyond the runway and into the museum space.
Max Mara Anchors Its Cruise Shows Inside Cultural Institutions
The choice of the Long Museum West Bund continues a clear trajectory. Max Mara places its resort shows within institutions that shape cultural dialogue. Previous presentations unfolded inside the Neues Museum in Berlin and the Palazzo Ducale in Venice. This direction reflects the broader vision of the Maramotti family, whose Collezione Maramotti in Reggio Emilia remains a reference point for contemporary art.
Founded by collectors Liu Yiqian and Wang Wei, the Long Museum stands as one of China’s key private art institutions. Its presence in Shanghai reinforces the city’s position within the global cultural and luxury landscape.
